385 Kings Highway N. Cherry Hill, NJ 08034

Liberty Lake Day Camp


The challenge of how to convert new campers to day camp.


The current process for converting prospective camper families into booked customers involved an ‘all-hands-on-deck’ approach that involved the director and staff. They needed a more hands-off process to sort through the leads and identify the most interested prospects.


After a thorough intake, First Impressions mapped out a path that included visuals and a social media campaign aimed at camper parents, including:

  • Adding videos that talked to specific camper segments, plus parent testimonials
  • Specific ‘Calls to Action’
  • Careful monitoring and adjusting of the campaign throughout its run time


By creating an improved user experience for the prospective parents, engagement increased. The data showed…

  • Overall searches increased by 15% – 300 more searches than the previous year
  • Traffic on the site increased by 60% over the next year
  • More searches + more tours = more campers
  • The thorough campaigns took the time consuming ‘heavy load’ of conversion off the staff
  • Prospects took a desired ‘actionable’ next step – sign up for a tour, fill out a contact form – which brought them closer to registration
  • Some families signed up after just a virtual tour
  • The social media campaigns proved to be the best tactic for driving leads and converting prospects
  • This camp now has a waitlist for most camper age groups